Asia scores 4 finalists at the shortlist stage of the new LIA 2016 Verbal Identity category: Ogilvy & Mather Hong Kong shortlisted twice

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Verbal Identity Jury (1).jpgLondon International Awards (LIA) has today announced the shortlist for the new Verbal Identity category.

Asia has 4 shortlists in the category with Ogilvy & Mather Hong Kong leading the way with 2. Ogilvy’s Mandalay Gazette “Reservoir Rumpus” scored both, in the Tone of Voice and Use of Copywriting categories.

 

Also shortlisted from Asia are R K SWAMY BBDO, New Delhi for Lloyd Unisex Washing Machine “UNISEX Washing Machine” and Labbrand, Shanghai for Thomas Cook “Experience your dream holiday with Thomas Cook”.

Mandalay Gazette.jpgAustralia has scored three finalists led by McCann Melbourne for Seeing Eye Dogs “Free Puppies Forever” in Naming and Seeing Eye Dogs “Free Puppies Forever” in Tone of Voice. Innocean Worldwide, Sydney has been shortlisted for Hills Home Living “There’s a Hills for every home.” in Campaign Tagline/Endline.

Each year, naming experts at brand agencies across the globe spend countless hours working to develop verbal identities for a dizzying array of corporations, products and brands – and this year, LIA cemented its position as one of the world’s most progressive and forward-thinking competitions by introducing Verbal Identity as its own medium, with a standalone jury, for the first time in advertising awards history.

The inaugural Verbal Identity jury, led by Chris West, founder of Verbal Identity Ltd., deliberated over the entries submitted and decided on 28 of the best pieces to shortlist at LIA 2016.

Other jury members on this unique jury were Rachel Bernard of CBX New York, Sean Doyle owner of Panic London, Steve Martin director at Eat Creative Tokyo, Laurel Sutton senior strategist and linguist at Catchword Oakland, and Ben Zimmer language columnist at the Wall Street Journal.

The introduction of Verbal Identity is a reaction from LIA to the ‘What About Naming?’ campaign launched by New York-based brand agency CBX in 2015. As major awards programs continually ignored the role of naming in the brand-building process, CBX believed that more should be done to honor the most creative and successful naming and verbal identity projects.

You can see all the shortlisted work from LIA with full creative credits here: https://www.liaentries.com/shortlist/.

Winners will be announced on 2nd November.